Popularity of display ads grows among local businesses
Published June 30, 2010
While local businesses have traditionally relied on paid search marketing to advertise their websites, a recent article from MediaWeek suggests that many of them are making the switch to display ads.
The increased importance of driving traffic directly to a business' website is a key factor for this change. As technology has improved, business owners have been able to make banner ads more attractive to consumers, encouraging more clicks. For example, business owners can incorporate video into display ads, allowing advertisers to implement more creative marketing solutions.
In addition to that, business owners are also able to more effectively track traffic from display ads. While businesses have been able to track click-through data for years, new technology also allows them to observe view-through rates, which measures the number of people that see an add and are later affected by it, says MediaWeek.
The increased investments in display ads by local businesses are largely in line with the trends observed in the industry as a whole. According to the IAB, internet ad revenues in the first quarter of 2010 were at a record-setting $5.9 million.